Marketing Articles

The best approach to staying healthy is a holistic one: an approach which recognizes the importance of the whole and the interdependence of all parts.  If your job is stressful, you need to get regular exercise and enjoy a healthy diet to counteract the stress.

It doesn’t matter how effective a salesperson you are, the events that stimulate a prospective customers’ buying behavior are outside of your control.

Recently I visited with a prospective client and after describing my work as a publicist, she asked me what other types of writing I do?  This marketing director in a small company said that she was looking for one person who could do every type of writing for her. 

This is a complicated question.  As a society, we value expensive things.  If a car costs a lot of money, we assume it is better than one that is cheaper.  The same holds true for clothing.  A full-page, full-color advertisement is very expensive, therefore it must be better than free publicity.  Wrong!

In small business, especially B2B, our marketing objective is typically twofold.  We want to become identified as a problem solver and to generate quality sales leads for our sales team.  And we want to accomplish these two major objectives in the most cost effective way.

There are thousands of articles written about “how to write a press release or product news release,” and it is no wonder why.  Product news releases, when properly prepared, can result in tremendous publicity coverage.

In the real estate business it has long been said, “the three most important factors when selling a property are location, location, and location.”   For marketers, the three most important factors in selling products and services are:

Several years ago, I was introduced to a young man who was starting a company.  He mentioned that he graduated Carnegie Melon with an engineering degree and went on to ask me, “If I was so good at what I do, why do I work with small companies?”

In his 2010 book, “The New Rules of Marketing and PR,” the author David Meerman Scott, wrote, “Don’t just send news releases when big news is happening; find good reasons to send them all the time.”

“A great brand raises the bar. It adds a greater sense of purpose to the experience, whether it’s a brand challenge to do your best in sports or fitness [like Nike], or the affirmation that the cup of coffee you’redrinking really matters,” said Howard Schultz, Starbucks Chairman.

The events that stimulate a prospective customers’ buying behavior are outside of your control; regardless of how great a sales team you have. 

According to the Wiktionary, logic is “A method of human thought that involves thinking in a linear, step-by-step manner about how a problem can be solved.” This is the context in which I would like to present what I refer to as Venmark Marketing Logic.

We all know someone who has suffered a heart attack and it prompted them to change their lifestyle. They started a healthy diet and began an exercise program to live better and prevent another potentially fatal heart problem. Lesson learned.